resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
The Case for Immunization
As long as I have been a chiropractor, I have seen many in this profession oppose vaccinations. Indeed, it has often been taken as a "given" that to be a principled chiropractor requires a curmudgeon's willingness to hold aloft that banner of opposition.
To The Finish Line With the Help of TCM
When acupuncturist Eddy De Smedt pursued a career in Traditional Chinese Medicine, he knew he wanted to make a difference.
Chiropractic Research in Review
Predicting Pain With Disability in Office Workers; Traction Approaches for Discogenic Cervical Radiculopathy; Intra-Articular Gas Bubbles Following Manipulation; Nonresponsive Chronic Ankle Sprains: Think Tendon Rupture.
The Tao of Gender
If you think gender is as simple as having a new client check off the "male" or "female" box on your intake form, we hope this article will expand your understanding and thus the reach of your health care.
Lime Jello on Morphine
Taste is in the eyes... actually the mouth... of the beholder. My food preferences have changed, lightening from the food of my youth. My parents loved heavy eastern European cuisine and I loved it as a child. Now I enjoy leaner, healthier whole foods.
Sports Science: What's in That Drink?
Athletes frequently ask me what the best liquid is to drink during exercise – water or a sports drink? Water provides the necessary hydration, but unfortunately, it lacks the key nutrients to aid in performance and recovery.
Correcting Pelvic Rotation Around the Long Axis: Adjustment Protocol
The pelvis can be considered a ring that can misalign on the sacrum rotating around the long axis. The following is a description of an adjustment that helps to correct sacroiliac rotation around the long axis.
Managing Today's Fertility Patient
I recently received an email from one of my fertility patients: "Got my lab results back. FSH is 11, AMH is 0.7. My doctor said these numbers aren't good. I guess I'm infertile. Just as a thought. Just set up an appointment to speak with an adoption agency."
Dr. George Goodman and His Legacy to Logan University
Those who knew him called him a revered leader, a visionary and one of chiropractic's biggest advocates. George A. Goodman, DC, Logan University's sixth and longest-serving president, passed away on Sept. 9. He was 70 years old.
Managing Patient Expectations About Acupuncture
Last year, I attended the Pacific Symposium in San Diego for the first time in six or seven years. It was the 25th anniversary of this event, and on one evening there was a panel discussion with the title; "What is Qi?."
Jingei Diagnosis: An Effective and Powerful Diagnostic
I graduated from the Kotatama Institute under the direction of Drs. Masahilo and Katsuharu Nakazono in 1984. As a student, I was exposed to the practice of most of the various theories and modalites of Oriental Medicine.
Simple Ways To Find True Happiness
Patients in our clinics are always seeking happiness. As their health advocate, we need to ensure we inform them that in order to find happiness, they have to make sure to identify what makes them happy in the first place.
CMT & Stroke Risk: Myth vs. Fact
By now, most of you have probably heard that the American Heart Association recently published a statement regarding the association between cervical dissection (CD) and cervical manipulative therapy (CMT).
Commingling Money: 12 Questions for the ACA About the CHAMP / NCLAF Merger
The American Chiropractic Association recently announced it was merging the National Chiropractic Legal Action Fund and the Chiropractic Health Advocacy and Mobilization Project into a single entity that will support both legal and legislative actions.
AOMA Strengthens Leadership Team
AOMA Graduate School of Integrative Medicine, a leading college of acupuncture & herbal medicine, announced the appointment of Donna LaPoint Hurta, MBA as the new VP of Finance & Operations this Fall.
Healing With TCM at San Quentin State Prison
For the prisoners at San Quentin State Prison, life-sentences are the reality of every day life. It is not often that prisoners get the opportunity to use alternative medicine to deal with common ailments they encounter behind bars such as, depression, anxiety and pain.
Communication 101: Please Explain Yourself!
Twice this past week, I overheard conversations about chiropractic. As you can imagine, it is a topic my ears naturally pick up. In both cases, a patient was talking to a friend about their experience with a chiropractor.
Pulse Diagnosis: What We Know
I am still finding pearls of wisdom from the books and papers that I inherited from my pulse diagnosis mentor Jim Ramholz.
A Commonly Missed Spinal Fixation: The Upper Lumbar Spine (Part 2)
As mentioned in part 1, using a flexion-distraction table is a great way to unlock this particular fixation. You have found the stuck segment. You have determined whether it is unilateral, midline or bilateral.
The Wonders of Light Therapy: An Interview with Wes Burwell
I first met Wes Burwell in 2011 when he was teaching a class on light. Since then, every time I hear him speak, his understanding of the benefits, function and capacity of light has evolved.
Essential Orthopedic Testing: Tests That Involve Standing on One Leg
Since these tests have a common mechanism of performance (standing on one leg), there are differential diagnostic concerns during testing. The tests cannot be completely isolated from each other for performance.
Uncle Sam Needs You (Part 2)
Where chiropractic care has been used in the military health services, it has been deemed very successful.
June, 2009, Vol. 09, Issue 06
Time to Get Creative
By Jenn Sommermann, LCMT
Currently, there are two factors happening simultaneously that can greatly affect your massage therapy practice. Both are equally important. No article would be complete without talking about the economy.An educated, savvy clientele can also impact the bottom-line. I believe these two factors, the economy and a more educated clientele, are the key factors affecting the practice of every massage therapist. Now is the time to dig deep, think outside the box and be more creative in the ways you approach marketing, client retention and referral programs.
If you read my last article, "Make Your Client's Experience Memorable" (April 2009 issue), you learned that positioning yourself on the side of health care versus personal care, makes you less likely to suffer in this economic down turn. Clients are forgoing some personal care services in effort to save money or redirect spending. But amazingly, health care has not suffered as much. If your massage services are considered health care, chances are you are managing these troubled times and will come out on the other side in good shape. This is all about educating the client and it starts with you.
The general population is also learning more about massage services and complementary health care, in general. They are more educated about the benefits of massage therapy, more discerning and seeking massage more frequently and in higher numbers. In fact, according to the American Massage Therapy Association's 2009 Industry Fact Sheet, 24 percent of American adults received a massage in the last 12 months. They just plain know more. You need to approach them in ways that speak to them; address what they want and need and entice them to use your services.
I believe these two factors, the economy and a more educated clientele, have forced the need for you to go beyond what you are currently doing. Gone are the days when you can rest on your reputation to keep new business coming in. Today you must be creative, passionate and vigilant in the way you pursue new business, keep your existing business coming back for more, and obtain referrals. This can be broken into three categories: marketing - bringing in the new clients; client retention - keeping the clients you have; and referral programs - obtaining new clients from the existing ones.
What creative ways are you marketing your services? Are you marketing health care or personal care? Too often I see massage therapists rely on printed marketing materials to gain new clients. In today's world, printed materials are not as effective, as the marketing platform is already saturated. What "out-of-the-box" method can you use to drum up new business? This past Valentine's Day, I went to my local florist and gave her six complimentary half hour gift certificates (with the ability to upgrade to an hour for an additional $45). I asked her to put the gift certificates in the floral arrangements of her five "high-end" customers, within a geographic area that I prescribed and keep one gift certificate for herself. She loved the idea. It made her arrangements more desirable and special and it got my name out to folks in a very personal way. Nothing beats a personal referral and the florist's recommendation was "golden."
What percentage of your client's reschedule? If you don't know, it is a statistic you should start keeping track of. Shooting for 100 percent is great but probably unrealistic. If you want a full practice, shooting for 85 percent is a good goal. What do you do to keep them coming back? What makes them feel special? Do you ask them to reschedule or at least plant the seed that massage has cumulative benefits? I always do a 24-hour follow-up call with new clients. I tell the client that I will be contacting them the next day. I call to see how they responded to the treatment, how they slept and gather any other information that can help me adjust my treatment next time accordingly. This implies that there will be a next time. The seed is planted. It also means the hour session lasts longer, because I am thinking about them long after the time is up and the payment has been made. The clients get more value for their fee. More value equals happier clients, especially in today's economy. Happier clients mean higher retention.
So now you have new clients coming in and you are keeping them in your practice. You're half way there. What creative method can you use to entice those happy clients to bring in more business? How can you get them to consistently refer? The single best thing I do to get referrals is to turn down tips. YEP ... turn away money. I say, "Thank you so much but the best tip you can give me is the referral of your family and friends." Everyone wins here. Do the math. Would you rather have the $10 now or the $75 from a new client?
If you are struggling with your practice or if you need a jump-start towards more clients, be resourceful. Talk to successful colleagues and find out what they do to boost business. Times are tough and folks are smarter about massage. In order to keep up with these trends, you need to think outside the box. Now is the time to get creative.
Click here for more information about Jenn Sommermann, LCMT.
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